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Journal : Journal of Humanities and Social Studies

The Influence Of Digital Marketing Literacy On Digital Marketing Adoption Of Pangkalpinang MSME Actors Meidita, Chairunnisa Tri; Suryana, Asep; Wibowo, Kunto Adi
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 3 (2024): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i3.11524

Abstract

This research uses a survey method that will explain a trend, attitude, or opinion of the population that will be described quantitatively and test the relationship of several variables. Seeing the phenomenon related to digitalization faced by MSME, this study aims to measure the level of digital marketing literacy of MSME towards digital marketing adoption through perceived benefits, perceived ease of use, and intention to use digital marketing. The target population of this research is MSME in Pangkalpinang City who have participated in digital marketing training. This study will use path analysis to test the hypothesis and determine the amount of influence of the independent variable on the dependent variable. The results show that overall digital marketing literacy does not have a significant influence on digital marketing adoption through perceived benefits, ease of use and intention to use digital marketing.
Co-Authors - Sapriya Aan Komariah Aan Komariah Abubakar Abubakar Ade Suhendar Adi, Catur Pramono Agus Haris Widayat Agus Wuryanto Almadina Rakmaniar Amri Arbaini, Dyah Arini Nur Fariha Arip Amin Asgawanti, Eka Desy Atwar Bajari Centurion Chandratama Priyatna, Centurion Chandratama Cepi Triatna, Cepi Cucu Yuniarsih Dadang Sadeli Dadang Sugiana Dandi Supriadi David I. Philippov Dedi Rumawan Erlandia Dedy Achmad Kurniady Deni Kadarsah Denny Reza Kamarullah, Denny Reza Dewi Ainun Nafis Diding Nurdin, Diding Dikdik, Asep Djaman Satori, Djaman Dreitsohn Franklyn Purba Dwi Ajeng Maulidya Makalao Dwi Budi Santoso Eka Prihatin Eka Purnama Sari, Eka Purnama Eka Surachman Engkus Kuswarno Estu Niana Syamiya Fajar Syuderajat Fannia Juwita Permono fatimah Fatimah Firmansyah, Deri Firyal Fatin Oktaviani Funny Mustikasari Elita Gaffar, Mohammad Fakry Gina Sugina Hartati, Seri Hartati, Seri Hartika, Nely Hasan, Ansari Helina Apriyani Hendri Hermawan Adinugraha Herlina Agustin Hery Widijanto Iik Nurulpaik Iqbal Nugraha Ira Mirawati Ismail, Nurzali Ismail, R.Moh. iwan koswara, iwan Jenny Ratna Suminar Johar Permana Joko susila Josaphat Pramudijanto Junaidin Basri Karyat Heryana Komang Anggayana Lili Indarti Lina Herlina Lina Herlina Lishapsari Prihatini M. Irvan Gunawan M. Mirfani, Aceng Maulana, Muhammad Hikam Ma’mun, Muflih Meidita, Chairunnisa Tri Meria Octavianti, Meria Mien Hidayat Mikhail E. Kosov Minnah El Widdah Mohammad Fakry Gaffar Mohammad Fakry Gaffar Moza, Lygaya Natalia V. Lazareva Natalya I. Nikitina Nina Winangsih Syam Novebri Novebri Nugraha Suharto Nugraha, I Gusti Wayan Albar Nur Aedi, Nur Nur Hikmah Nurlaely Nurlaely Nurprapti Wahyu Widyastuti, Nurprapti Oktaviani, Firyal Fatin Olesya V. Dudnik Prakoso, Sugih Prihatin, Eka Prihatin, Eka Priyo Subekti Putri Trulline Putri, Aprilian R, Henny Sri Mulyani Ramdini, Henri Ramli, Taufik Hadi Randa, Agrian Ratu Rifa'i, Asep Achmad Rifai, Asep Achmad Rifqi Syauqi Hubby Rini Sugiarti, Lucia Ruhimat, Mochammad Devi Cahya S. Kunto Adi Wibowo Sa'ud, Udin Syaefuddin Saffanah, Moura Sahirah, Nahdah Nasya Santi Susanti, Santi sari, Herlina permata Satori, Djam’an Slamet Mulyana Sri Dewi Setiawati Sri Wiarti Suaebah, Ebah Sugina, Gina Suhariyad, Fendy Suhendar, Ade Sumarto Sumarto Sumarto Sumarto Sumiati Sumiati Sumiati Sumiati Sururi Sururi . Sururi Sururi, Sururi Suryadi Suryadi Suryadi Suryadi Susetyo, Dwinanto Priyo sutarsih, cicih Sutia, Cece Sutrisno, Bagus Oktori Suwandi Sumartias Syafei, M. Yani Tjujtju Yuniarsih Tjutju Yuniarsih, Tjutju Triana, Cepi Triana, Dewi Udin Sa'ud Udin Syaefudin Saud Ulfia Nanda Maulia Utomo, Ardian Setio Uud Wahyudin Veronica M. Grebennikova Widiawati Widiawati Wijaya, Rizki Ardiatama Yayah Rahyasih, Yayah Yenrizal Yenrizal Yuniarsih, Cucu Zaini Hafidh Zaky, Muhammad